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A study on consumer perception towards Cadbury chocolate with special

reference to Coimbatore City

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ISSN Print: 2394-7500
ISSN Online: 2394-5869
Impact Factor: 5.2
IJAR 2017; 3(11): 79-82
www.allresearchjournal.com
Received: 13-09-2017
Accepted: 14-10-2017
N Ramya
Assistant Professor,
Department of Commerce with
Professional Accounting,
Dr. N.G.P. Arts and Science
College (Autonomous),
Coimbatore, Tamil Nadu,
India
Akshaya C
III B.Com (PA) Students,
Dr. N.G.P. Arts and Science
College (Autonomous),
Coimbatore, Tamil Nadu,
India
Haripriya M
III B.Com (PA) Students,
Dr. N.G.P. Arts and Science
College (Autonomous),
Coimbatore, Tamil Nadu,
India
Jamuna S
III B.Com (PA) Students,
Dr. N.G.P. Arts and Science
College (Autonomous),
Coimbatore, Tamil Nadu,
India
Correspondence
N Ramya
Assistant Professor,
Department of Commerce with
Professional Accounting,
Dr. N.G.P. Arts and Science
College (Autonomous),
Coimbatore, Tamil Nadu,
India
International Journal of Applied Research 2017; 3(11): 79-82
A study on consumer perception towards Cadbury
chocolate with special reference to Coimbatore City
N Ramya, Akshaya C, Haripriya M and Jamuna S
Abstract
The present study is based on the preference of Cadbury Chocolate among the consumers. The sample
survey of 50 respondents was undertaken to find out the perception of Cadbury Product in Coimbatore
City. The study mainly concentrated on general price level, quality, taste, brand and consumer
expectations overall satisfaction about Cadbury Products, general awareness and consumer perception
of Cadbury Products.
Keywords: Cadbury, dairy products, consumer perception, chocolates, satisfaction
Introduction
Perception refers to the senses that any organism uses to collect information about its
environment. Wade & Tavris note that the senses corresponding to the human sense organs
have been categorised at least since Aristotle's time as: vision, hearing, taste, touch and
smell. Walters & Bergiel continue the biological viewpoint by explaining that according to
the modem outlook, our sense of smell and taste are our olfactory senses due to the fact that
our senses of smell and taste are so closely entwined. They continue by stating that humans
also perceive in a kinaesthetic mode and in a vestibular mode.
In consumer behaviour, however, perception refers to much more than just the biological use
of our sense organs. It includes the way stimuli are interacted and integrated by the
consumer.
Although there are numerous definitions in literature explaining perception from a consumer
behaviour perspective, the one used by Walters provides particular clarity on the topic:
"The entire process by which an individual becomes aware of the environment and interprets
it so that it will fit into his or her frame of reference."
Meaning of Consumer Perception
Liberalization of the economy in the nineties and the entry of large players in the retail
business have brought the retail industry into spotlight. After super markets, departmental
stores and convenience stores, Indian retail has seen concept of hypermarkets coming of age.
“Retailing includes all the activities involved in selling goods or services to the final
consumers for personal, non-business use”.
Objectives
 To understand the people perception towards consumption of Cadbury chocolate.
 To measure the awareness about the Cadbury products.
 To study about the purchasing pattern of Cadbury products.
 To know the Consumer satisfaction levels regarding the Cadbury products.
 To Identify which brand is more by the consumer in Cadbury.
Scope
In this research investigation was conducted to determine the position of consuming habits
towards Cadbury Chocolate. The aspects looked into the preference of chocolate. The scope
of the study to analyse the consumer perception of Cadbury chocolate.
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International Journal of Applied Research
History of cadbury product
Cadbury was introduced in the United Kingdom in 1905 and
now consists of a number of different products. It is a brand
of milk chocolate currently manufactured by Cadbury.
In 1824 John Cadbury opened a shop at 93 Bull street,
Birmingham in the 1830’s. Among other things, he sold
cocoa and drinking chocolate, which he prepared himself
using a pestle and mortar. Cadbury is a British confectionery
company owned by Mondelez International. Cadbury India
began its operations in India on 19 July 1948 by importing
chocolates. In India Cadbury operates in four categories
chocolate confectionery, milk food drinks, beverage and
Cadbury & gum category.
In 1950’s first overseas factoring near Hobart, Tasmania. In
India Cadbury has 5 company owned manufacturing
g facilities and 5 sales offices in 5 meters. The corporate
office is in Mumbai. Cadbury enjoys a value market share of
over 70%. The highest Cadbury brand share in the world.
Cadbury India has been ranked in the FMCG sector in 2007.
In 2017 Cadbury Dairy milk introduced in Australia,
blending the best of dark and milk chocolates.
Limitations
There are some limitations is the study on consumer
perception regarding Cadbury products.
 Sample size is 50, so the accurate survey is not enough
to generalize the finding of the study.
 Samples are only collected in Coimbatore District, so it
will not applicable to other places.
Review of literature
Chakraborty [1] (2010) in a study conducted in Hyderabad.
In India he identified the driving shopping, motives of
Indian consumer. Factor analysis three shopping motives
two of which related to hedonic shopping motive and one of
the utilitarian. The factor were named as diversion,
socialization and utilitarian. Other dimension are store
attributes, shopping outcomes and shopping perceived cost.
The identified factor could be the key for discount stores for
understanding the shoppers.
Dr. Shendge [2] (2012) on his study “A comparative study of
consumer perception towards Cadbury and nestle chocolates
with special reference to Navi Peth Area in Solapur city”
viewed that chocolate is liked and eaten by all age groups of
people.
Prof. R.C.S. Rajpurohit and Dr. M.L. Vasita (2011) [3] on
their study “consumer preference and satisfaction towards
various mobile phone service providers an exploratory study
in Jodhapur city, Rajasthan” conducted that on 250 mobile
phone users of various mobile phone service providers such
as Airtel, Vodafone, BSNL, Reliance, Idea and few other
players. The result derived from this study indicate that the
factor induces the consumer to buy a particular mobile
phone operator followed by a network coverage and brand
1
Chakraborty, “A study of selected discount stores retail in Hyderabad for
the purpose of identifying the factors in regards to shopping motives, store
attributes, shopping outcomes and perceived shopping cost”, International
journal of global business, 2010,3(1), P.P. No.1-19.
2
Dr. Shendge (2012) “A comparative study of consumer preference
towards Cadbury and nestle chocolates with special reference to Navi Peth
Area in Solapur City” Solapur University, Solapur.
3
Prof. R.C.S. Rajpurohit and Dr. M.L. Vasita (2011) “ Consumer Prefernce
and Satisfaction towards various mobile phone service providers an
exploratory study in Jodhpur city, Rajasthan” Gurukul Business
Review(GBR) ISSN: 0973-1466, Vol.7,pp. 1-11
~ 80 ~
image. The finding derived from the study will be helpful
for mobile phone service provided for the promotion of
mobile phone service.
Dr. S. Subadra (2010) [4] on their study “Consumer
Perceptions and Behaviour: A Study with special reference
to Car Owners in Namakkal District” reviewed that the
market is now predominately consumer driver. The focuses
shifting for product based marketing to need based
marketing. So it is important to study the consumer
perception and behaviour of the car owners which will give
as feedback on how marketing strategy can be worked.
Namakal town in Tamilnadu, which is in the southern part
of India, which progressive and growing market for cars.
The simple random sampling technique was adopted in the
study to select the sample respondents. As the size of the
universe is respected, the study has been conducted on the
respondents of all the segments of passenger cars. Cluster
analysis has been used to identify the consumer with similar
taste and preference with respect to purchase of car. This
study is concluded that consumer behaviour plays a vital
role in marketing cars and there is more scope for extensive
research in this area.
Anil Mathur (2001) [5] on his study “A study of changes in
brand preference “stated the brand preference are usually
studied by attempting to profile and understand royal
consumers. This paper presents a study of changes in brand
preference. Theory and research is used to proper and test a
model based on proposition the changes in brand preference
and their development on the result of life event that service
as marker of life transitions. Changes are viewed to be result
of adjustments to new life conditions and changes in life
time to cope with stressful life changes. The data support
these notions and suggest implications for consumer
research.
Research methodology
Sample size and design
A sample of 50 respondents were taken who was taken on
the basis of convenience.
Data collection
The data are primary data collected through questioners.
Tools for Analysis
 Percentage Analysis
 Rank correlation Analysis
 Likert Analysis
Data Analysis
Percentage Analysis
Table showing the interest of the respondents towards
chocolate
Factors No. of respondents Percentage
Very much 38 76
Not much 11 22
Not at all 1 2
Total 50 100
4
Dr. Subadra, “Consumer Perception and Behaviour. A study with special
reference to Car Owners in Namakal District” Sri Krishna International
research & Educational consortium. http://www.skirec.com ISSN 2229-
4104, Volume 1, issue 3.
5
Anil Mathur (2001) “A study of changes in Brand preference” Asia Pacific
Advances in consumer research volume 4, pages 133-139.
International Journal of Applied Research

From the above table, it is clear that 76% of the respondents product through displays in the shop, 4% of the respondents
like chocolate very much, 22% of the respondents like are aware through other sources.
chocolate not much, 2% of the respondents like chocolate
not at all. Table showing the frequency of purchase of chocolate.

Table showing the source of media to respondents about Factors No. of respondents Percentage
Cadbury product Once in every day 19 38
2-3 times a week 13 26
Factors No. of respondents Percentage Once a week 5 10
Advertisement 19 38 On special occasions only 13 26
Word of mouth 14 28 Total 50 100
Displays in the shop 15 30
From the above table, it is clear that 38% of the respondents
Others 2 4
Total 50 100 buy chocolate every day, 26% of the respondents buy
chocolate 2-3 times a week, 10% of the respondents buy
From the above table, it is clear that 38% of the respondents chocolate once in a week, 26% of the respondents buy
are aware of Cadbury product through advertisement, 28% chocolate on special occasions only.
of the respondents are aware of Cadbury product through Table showing the duration of purchase of Cadbury
word of mouth, 30% of the respondents aware of Cadbury chocolate.

Factors No. of respondents Percentage

3-6 months 15 30
6months-1year 6 12
1-3years 13 26
3years and above 16 32
Total 50 100

From the above table, it is clear that 30% of the respondents Rank Correlation
have purchased chocolates for 3-6 months, 12% of the Table showing the preference level of respondents
respondents have purchased chocolates for 6months-1year, towards Cadbury Chocolates.
26% of the respondents have purchased chocolates for 1-
3years, 32% of the respondents have purchased chocolates
for 3years and above.

Factor 1 2 3 4 5 6 7 Total Rank

Taste 20(7) 20(6) 6(5) 2(4) 1(3) 1(2) 0(1) 295 1
Sweetness 16(7) 12(6) 9(5) 5(4) 6(3) 1(2) 1(1) 270 2
Price 3(7) 7(6) 8(5) 10(4) 8(3) 9(2) 5(1) 190 4
Calories 1(7) 0(6) 3(5) 4(4) 14(3) 11(2) 7(1) 109 7
Brand 7(7) 4(6) 7(5) 9(4) 5(3) 11(2) 17(1) 198 3
Package 0(7) 2(6) 9(5) 7(4) 8(3) 11(2) 13(1) 144 6
Flavour 3(7) 6(6) 7(5) 12(4) 8(3) 7(2) 7(1) 185 5

From the above table, it is clear that taste is ranked first, Likert Analysis
Sweetness is ranked second, Brand is ranked third, Price is Table showing the satisfaction level of the respondents
ranked fourth, Flavour is ranked fifth, Packaging is ranked towards Cadbury products.
sixth and Calories is ranked seventh of Cadbury chocolate.

Factor HS S N DS HDS Total Likert scale value(∑fx/∑f)

Flavour 140 80 6 0 0 226 4.52
Price 40 104 36 6 1 187 3.74
Quality 85 76 36 4 0 201 4.02
Packaging 115 80 18 2 0 215 4.3
Taste 150 56 15 2 0 223 4.46
Brand 110 96 9 0 1 216 4.32
Image 75 92 33 2 0 202 4.04
Colour 100 56 30 6 3 196 3.9
Shape 80 60 42 4 3 189 3.78

HS-Highly Satisfied S-Satisfied N-Neutral DS-Dissatisfied Findings

HDS-Highly Dissatisfied  76% of the respondents like chocolate very much.
From the above table, respondents are highly satisfied with  38% of the respondents aware of Cadbury products
flavour and satisfied with other factors in the Cadbury through advertisement.
product.  38% of the respondents buy chocolate once every day.

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International Journal of Applied Research

 32% of the respondents have purchased chocolate for

3years and above.
 Taste is ranked first by the respondents towards
Cadbury product.
 The respondents have highly satisfied with flavour in
the Cadbury product

Suggestions
 Many flavours like strawberry, orange, vanilla etc.
 All varieties must be available in all areas.
 Many others shaped chocolate can be introduced
 The company should maintain the awareness about
Cadbury Dairy Milk.
 It reduces the cost and increases the offers.

Conclusion
From this study the researcher concludes the all chocolates
brand of “CADBURY DAIRY MILK CHOCOLATE”
should take necessary promotional activities to increases
their demand by introducing new flavour in small quantities
of pack. As cost was not a matter fact, the producers can
with stand the chocolates market in Coimbatore District.
Again variety of Advertisement through television media
will increase the marketability of dairy milk chocolates.
Consumer perception towards Cadbury dairy milk
chocolates in Coimbatore district was affected by Brand,
Quality, Flavour, Taste and Source of awareness upon the
consumer perception factors. From the analyze of consumer
perception towards Cadbury dairy milk chocolate, the
researcher concluded that, the consumer level of satisfaction
are good.

References
1. http://www.iresearchservices.com/influence-of-
consumer-perception-on-the-performance-of-a-business
2. http://www.businessdictionary.com/definition/customer
-perception.html
3. https://en.wikipedia.org/wiki/Cadbury
4. https://successstory.com/companies/cadbury

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